Promoting tourism and fishing in the Curonian Lagoon region through a unified brand identity
Curonian Lagoon is a unique coastal water body separated from the Baltic Sea by the Curonian Spit, with parts belonging to Kaliningrad and Lithuania. Inhabited by the Kursenieki from the 16th century, these local communities adapted to the surrounding water environment, with fishing being the mainstay of their distinctive lifestyle, with unique traditions, beliefs, and even food.
The challenge was to create a logo that accurately represented the whole region and its cultural heritage. The logo needed to be recognized and well-understood by the majority of the tourism ecosystem participants and the Curonian region communities.
Visual Concept
Our challenge here was to puzzle out, what specific object(s) could most accurately represent the whole Curonian lagoon region, as there are many distinct pieces of ethnic heritage left by Curonian people. After some research and extensive sketch work, we have selected an illustrative logo consisting of a few stylized elements that are very important and characteristic of the Curonian coast.
Logo Composition
In the end, the logo consists of these elements:
- Kurenas – a traditional fishermen wooden flat bottom boat with the Vetrunge (Curonian pennant) on top
- Vente Cape lighthouse – located in a famous Vente peninsula near the Nemunas Delta (Silute district)
- Fish and fishing net – representing Silute district an the fishermen
- Curonian Lagoon, which surrounds the whole region
We have chosen to go with a fresh, contrasting color palette – a visual aesthetics very typical of this region. And we went for rounded shapes and lines to create a warm, playful, friendly, inviting and energetic atmosphere.
Brand Book
We have also prepared brand guidelines to explain Curonian Lagoon regions’ visual identity and demonstrate brand standards. This will help the participants in the tourism ecosystem and Curonian region communities to consistently present the brand. The brand book covers:
- All the information about the logo. Concept, variations, color and logo application guidelines, safe space, etc.
- Branded color palette.
- Typography & hierarchy.
- Examples of application of the logo on the marketing materials.
The Result
The resulting logo and visual identity helped to distinguish the Curonian Lagoon region among other regions/institutions, forming an integral identity and ensuring coherence of the tourism goods and services offered. The unified brand of the region ensured its visibility and successful marketing, promoting tourism and fishing exhibitions, fishing ports, fish markets, and supporting education and science institutions, tourism services' providers, and communities.
